The Quick ClickSure Guide To Facebook Remarketing
In this article we’ll be covering what Facebook remarketing is, why it’s so great, and why you should use it.
Remarketing is extremely popular right now, simply because it’s so effective. It gives you the ability to reach people who have already shown an interest in your business through:
- Making a purchase from you
- Visiting your website
- Becoming your subscriber
- Using any of your apps
- Engaging with you via your social profiles
Remarketing is simply when you ‘remarket’ your products to the visitors who have already been to your website.
Some of these will have purchased from you, but it’s best used to attract those that slipped through without engaging with you.
You’ve more than likely experienced remarketing for yourself. If you’ve been browsing for something or visited a website and not long after you begin seeing more ads for the same site or product as you continue browsing.
That’s not a coincidence, it’s remarketing in action.
The more you ensure people are exposed to you after their first visit, the more likely they are to return to your site and buy. In fact, it’s said that retargeting can boost ad response rate by as much as 400% (source: CMO.com).
You can remarket your products to improve sales and rekindle interest in those who aren’t convinced yet.
Many brands use this excellent marketing strategy, as it’s proven that repetitive advertising with different focuses or resources, can help you win over more customers.
How does it work?
It’s simple to set up using a HTTP cookie, which is provided by Facebook.
A HTTP cookie is a small piece of code, specifically a browsing history “cookie” which is placed in your visitors’ web browser when they come to your website.
These cookies are used with the remarketing service, so you can automatically identify the people that visited your website and display specific ads to these people.
You can set it up so it’s based on the specific pages people have visited, enabling you to show them ads related to what they viewed, or it can be behaviour based, or even based on people who have signed up to your list.
These cookies are really flexible and go way beyond just targeting people who visited your website.
Very clever don’t you think?
Remarketing can be used in different ways:
- Creative Remarketing: This is when you display an ad to a visitor who didn’t convert on previous visits and you get more chances to try a different ad to try and re-engage the visitor.
- Search Remarketing: When a person uses keywords in the search and finds your site but doesn’t click through. They are then retargeted based on those same search keywords.
- A Remarketing Site: When a visitor to your website doesn’t convert, you display more ads with different offers, to attempt a conversion.
The whole point of retargeting is repeated exposure to your brand and products, as it can quickly lead to more sales and engagement.
Want more proof? A comScore study with Valueclick media showed that ad retargeting generates the strongest lift compared to other targeting strategies with a result of 1,046%. Wow!
7 real remarketing benefits
7 of the most important benefits remarketing can provide for your business are:
1. You can continue to promote to targeted visitors
With remarketing, you can re-target your specific audience, to grab their attention again while they remember you. And if you follow these tips and create highly targeted ad campaigns, you’ll enhance your remarketing efforts.
2. Increase your conversion rates
It’s a known marketing fact that most people won’t buy on their first visit to a website. In fact, more than half of the people who visit a website will spend less than 15 seconds before clicking away, according to recent data by Chartbeat.
After randomly sampling 2 billion page views over a half a million articles, across 2.000 sites, Chartbeat discovered that the majority of the people who click on a page, don’t actually read it and 55% of them spend less than 15 seconds actively on a page.
However, remarketing will help you re-engage lost visitors multiple times and get them back to your site, giving you another chance to convert them and increase your chances of a sale, sign up, download etc.
3. Get your brand in front of the right audience
Remarketing campaigns will ensure the right people know who you are, as you are advertising to people who have already shown an interest in your brand.
4. Lower cost clicks
Facebook remarketing has a lower cost per click than the search engines. A low cost per click means you can easily start small and increase your spend as you go along.
5. Increase your targeted reach
You can also reach people who behave like your current specific audience, which means they are more likely to be interested in your brand. Use these ‘lookalike audiences’ to reach your potential customers much faster.
6. Total campaign control
Total control means you can avoid advertising fatigue by editing your campaign anytime, updating your ads, customising your audience or changing the ad type etc
7. In-depth analytics
Isn’t it better to know whether an ad works or not BEFORE you launch it? Facebook provides you with a ton of valuable information via the “insights” tab, so you don’t have to struggle with conversion rates and other metrics.
Why use Facebook for Remarketing?
Simply because you want to advertise to the biggest audience, right?
Facebook is the most popular social network worldwide by a mile and it’s proven to be one of the most effective advertising platforms available online.
And Facebook’s Remarketing service can be staggeringly effective.
You can choose from different types of ads provided by Facebook, allowing you to precisely target your remarketing campaigns.
As Facebook is the largest social media site in the world, you could find all the new visitors you want in one place.
It really is that big and as your future customers are likely browsing it, you can engage or re-engage them easily with your retargeting ads.
The following two remarketing features will help you perfectly target your audience, which can lead to much higher conversions.
1: Custom Audiences
Custom audiences are simply audiences you have created and can include who you want to target according to things like age, gender, location etc. You then target your audiences on Facebook with your ads.
You can create a “customer file” which is simply a document where you save information about your existing customers, then Facebook can use your customer file to find people matching your data.
This usually works brilliantly, because when you can attract more visitors who are like your current customers, you are much more likely to get a sale and engagement with your brand.
Remarketing on Facebook is all based on your Custom Audiences and there are four different ways to remarket to your current and future prospects.
- Customer File: Use a customer file to precisely match people on Facebook, and create your Custom Audience from those matches.
- Website traffic: You can create a list of your website visitors, or just those who have viewed certain pages on your website.
- App Activity: Create a list of people who have taken a specific action in your app or game.
- Engagement on Facebook: You can build a list of people who have engaged with your content on Facebook.
The aim of all four is to remarket to your target audience using regular Facebook Ads.
Facebook also offers Saved Audiences, which conveniently saves your most commonly used targeting options such as demographics, interests and behaviours, to re-use quickly.
Creating custom audiences to target the visitors who didn’t convert first time is the perfect way to keep your brand in front of them. They know who you are but converting first-time visitors into sales doesn’t usually happen overnight.
Repeated exposure is the key to success.
2: Lookalike Audiences
Lookalike audiences work similarly to custom audiences, as they are created from customer files and only include people that match certain types of data.
Once again, this data comes from your existing customers, but with Lookalike Audiences, you benefit from data not only from your customer’s database but also from people that like your page, have visited your website and have purchased products or services from you.
Lookalike audiences make it easy for you to reach people that match your customers in their interests and the type of user experience that they prefer.
Facebook’s advertising platform can offer you massive, cost-effective exposure to your potential customers and using it is one of the best marketing decisions you can make.
Setting up your retargeting is far too big to cover completely in this article, so we’ve just gone over the key points to get you fired up and ready to make a start.
- Facebook has great guides on the finer points of their service and setting up, so make sure you’re fully aware before you spend your money.
- Retargeting is so effective because of how accurately it targets your past visitors and potential customers, keeping your brand and products fresh in their mind.
- If visitors do not engage in any way, they are cookied and now they’ll keep seeing your targeted ad as they continue to browse other websites.
- It’s very cost-effective, easy to set up and boosts engagement and conversions because it works hand in hand with human psychology.
Head over to the Facebook retargeting page and learn more for yourself before you put it into action.